The first exclusive advertisement campaign by the new creative partner for the Melbourne-based continuum of care operator has been launched.
"The Measure Of" campaign by award-winning M&C Saatchi will feature on TV, radio, press, outdoor displays/billboards, trams and digital and social media.
It is an adaptation of Ryman Healthcare's "The Measure of a Full Life" ads by creative agency YMLY&R which celebrates life at every stage, railing against the misconception that quality of life declines with age.
Ryman Healthcare is the market leader in New Zealand with a market capitalisation of NZ$3.91 billion, and owns and operates 40 retirement villages, with another eight villages with aged care in Victoria, and six more in its development pipeline in the state.
“Ryman have a huge energy for resetting how we all feel about retiring. Much less cardigan, reclining arm chair and being old, and much more freedom, adventure and new beginnings. When you think like they do, about retirement being the start, not the end, the whole energy around it changes,” Emma Robbins, M&C Saatchi Executive Creative Director, said when Ryman announced the new creative partnership in September.
There is a campaign series of "The Measure of" ads to be rolled out across Melbourne.
